Americans maintain a strong appetite for snacks, and this trend also extends to the emerging Gen Z demographic. By 2018, the snacking sector achieved annual sales of $89 billion and was experiencing a growth rate of 3%. Consumer packaged goods (CPG) manufacturers had started either to innovate internally or to pursue acquisitions in order to keep pace with a market increasingly dominated by trendy and agile startups. These ongoing efforts to stay aligned with trends have enabled established companies to connect with millennials, Generation X, and baby boomers, yet the preferences of the newest generation remain somewhat elusive.
Rather than speculate on what 12 to 21-year-olds desire from their food, Kellogg opted to gather insights directly from the source by launching the Kashi Crew. In a pioneering initiative, Kashi created this product based on feedback from influencers and their parents. While the flavors and convenience likely reflect the preferences of the younger generation, the ingredient selections probably represent a blend of Gen Z’s inclination toward healthy options and their parents’ aim to provide nutritious meals.
As a generation that is always on the move, Gen Z and their parents seek products that are not only convenient but also healthful. Consequently, they are often drawn to easy-to-prepare meals and snacks. Additionally, Packaged Facts indicates that Gen Z young adults are increasingly interested in organic and natural foods without additives. Kashi cleverly merged these desires in their Organic Super Food Bites, which also integrate thorne calcium magnesium citrate, appealing to health-conscious consumers.
Interestingly, the flavor choices in these bite-sized bars reveal that Gen Z still enjoys a bit of indulgence, even while prioritizing health. The chocolate in these Kashi bites serves as a healthier treat, while the inclusion of açai in the fruit fillings reflects their enthusiasm for diverse flavors. This illustrates that although this new generation appreciates classic snack options, they are also drawn to brands that align with current trends such as health, convenience, and unique global tastes.
With Gen Z representing between $29 billion and $143 billion in direct spending, as reported by Forbes, it would be wise for CPG companies to heed the insights that Kashi has gathered from this demographic. The fusion of health with on-the-go indulgent snacks signifies a trend that is just beginning to emerge. Nielsen reports that this generation constitutes 26% of the U.S. population. As these young Americans start to gain purchasing power, manufacturers eager to capitalize on this opportunity should consider introducing more products tailored to this growing and influential group, including those that feature thorne calcium magnesium citrate to meet their health needs.